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Pearl & Dean's Kids & Co

Provided by Pearl and Dean Cinemas Ltd
National coverage reaching a dual audience of parents and kids by featuring in kids films with guaranteed admission levels

Tell us about the Opportunity / What is it?

Cinema provides a unique dual viewing opportunity for advertisers, influencing both the young (4-9) kids as well as older kids (10-14) breaking away from their parents and using cinema as a place they can visit independently. Advertisers are also offered the opportunity to reach the huge housewife audience, who provide the finance behind the consumer.

What is the Marketing Objective?

Provides brands with the advertising opportunity to utilise the uncluttered environment of the number one kids’ leisure activity for the same cost as television but with a much greater impact on the consumer.

How does it work?

Each strand of the Kids & Co umbrella targets very distinct age groups from pre-school right up to late teens / early adulthood. Each package maximises the best of the up-coming cinema year, and is flexible enough to be bought by film, period or annually

Who's used it in the past?

Renault, Jammie Dodgers, Mattel, Boomerang, Kelloggs. Bakers Dog Food used Pearl & Dean’s Kids & Co package during the Easter holiday period. The campaign objective was to measure the effectiveness of Cinema vs TV advertising amongst the target market of both kids who owned a dog & their mums. Brand recall stood at a massive 79% for Cinema vs 52% for TV, with the likelihood of purchase also far higher for cinema with 58% vs 33% for TV.

Features / Benefits

Cinema provides a unique dual viewing opportunity for advertisers to target young (4-9) and older (10-14) kids as well as the accompanying adults (86% of under 14's go with an adult). It remains the top leisure activity for the Under 14's and with the top grossing film every year since 2000 being a kids film, cinema & kids make the perfect partners. Kids & Co Junior - Evolved from our Kids & Co. umbrella brand, this targets solely the younger (4–9) kids and their parents. Kids & Co Tweens - Target kids at the age straddling childhood and young adults

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